MARKETING MINICASE: MKTG - 01
TEACHING NOTES
Affirmative Action vs. Client Wishes
Teaching Notes
What Are the Relevant Facts?
1. Jennifer wants very much to be an Account
Executive in an advertising agency.
2. The agency for which Jennifer works has financial
problems. If the ABC Client Company is not
secured, XYZ will release half of its employees.
3. The client, Mr. Bohlen, believes that two
African-American actors in the advertisement will
offer his target market. He wants them replaced by
white actors.
4. Jennifer’s boss (Mr. Hurn) has made his wishes
clear and is committed to have them carried out.
5. Jennifer needs the job to pay her bills.
6. Jennifer is not sure what to do.
What Are the Ethical Issues?
1. To what extent is Jennifer responsible for
promoting affirmative action?
2. Does she have an obligation to speak up when she
believes marketing is promulgating an inferior role
for African-Americans in society?
3. Should she be concerned with her boss’s
immediate agreement to such a request by a
possible client?
Who Are the Primary Stakeholders?
• Jennifer
• XYZ Advertising Agency: the company overall,
its employees, and its stockholders, and African-
Americans
• Less primary stakeholders: society overall and the
advertising industry
What Are the Possible Alternatives?
1. Refuse the offer/request (and pin Sharon).
2. Accept the offer/request.
3. Discuss the situation with Mr. Hurn, including a
request to meet with Mr. Bohlen to discuss the
situation with him.
4. Inform the media of the company’s stance.
5. Contact the appropriate government agency/office
concerning discrimination based on race.
6. Contact the local NAACP chapter.
1992 Arthur Andersen & Co, SC. All rights reserved.
BUSINESS ETHICS PROGRAM
What Are the Ethics of the Alternatives?
• Ask questions based on a “utilitarian” perspective
(costs and benefits). For example:
1. Which possible alternative provides the
greatest benefit to the greatest number of
people/entities?
2. How would costs be measured in this
situation? How much value should be placed
on “doing the right thing” for (1) a much
larger cause involving increased media
presence of African-Americans, (2) a much
larger cause involving greater recognition of
cultural diversity overall, and (3) an
individual’s own beliefs/conscience.
• Ask questions based on a “rights” perspective. For
example:
1. What does each stakeholder have the right to
expect?
2. Does the ABC Client Company (Mr. Bohlen)
have the right to make his request?
3. What right does the company management
(Mr. Hurn) have in running the company?
• Ask questions based on a “justice” perspective
(benefits and burdens). For example:
1. Which stakeholders carry the greatest burden
if Jennifer takes the position as new Account
Executive and changes the advertisement as
requested?
2. Which stakeholders stand to benefit the most
if Jennifer takes the position as new Account
Executive and changes the advertisement as
requested?
3. Does Jennifer benefit more or less by refusing
the offer for the new position? By accepting
it?
4. Is there a difference, in regard to long-term
versus short-term benefits/burdens, if Jennifer
takes the position? If she does not take the
position?
What Are the Practical Constraints?
1. This position is what Jennifer has long wanted. If
she passes it up it appears it will be a long time
until another such opportunity becomes available.
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MARKETING MINICASE: MGMT - 13
TEACHING NOTES
2. Jennifer needs to pay her bills.
3. The company is in a weak financial situation; it
needs the account to pay its bills and keep its
current employees.
4. Despite Jennifer’s social conscience, if she does
not accept the position and change the
advertisement, someone else will.
1992 Arthur Andersen & Co, SC. All rights reserved.
BUSINESS ETHICS PROGRAM
What Actions Should Be Taken?
1. What should Jennifer do? Should she accept the
new position, or should she resign?
2. What alternative would you choose if you were in
her position? Why would you make that choice?
3. What ethical theories (utilitarian, rights, justice)
make the most sense to you as they relate to this
situation?
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